Cannes Lions
F.BIZ, Sao Paulo / MARIA DA PENHA INSTITUTE / 2018
Overview
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Credits
Description
We transformed the data from the original study into a digital platform with
twelve clocks which, at midnight of August 7, 2017, the date that marked the
11th anniversary of the law that fights violence against women in Brazil, began
to count, in real time, the number of assaults against women in the country. One
by one. Second by second. And during the next 24 hours, people began to
check the time on a new and distressing clock: the one that marked the number
of women who were victims of violence.
Execution
When the regular clocks struck midnight on August 7, 2017, the date that
marked the 11th anniversary of the law that fights violence against women in
Brazil, the digital platform Clocks of Violence was aired bringing twelve clocks
that marked, in real time, the number of assaults against women in the country.
One by one. Second by second. And during the next 24 hours, people began to
check the time under a new and distressing point of view: the number of women
who were victims of violence.
Outcome
Celebrities, important politicians and organizations that fight for human rights
around the world have shared the action in their social channels. Four of the top
five television channels in Brazil placed the Clocks of Violence on their highest-
rating shows. The official Web page of the Brazilian Government used the
Clocks of Violence platform as a source of material that warned people about
violence against women. And in addition to that, the platform was highlighted in
the world's most desirable advertising space: Times Square Avenue in New
York.
With an action that lasted only 24 hours and did not have any media
investment, we reached:
+ 177 M impressions
+ 100 K views per minute (+ 3 K new views for each act of violence)
+ 10 M earned media
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